Steve Keenan, online travel editor from the London Sunday Times summarizes Valencia’s unique approach to a media/blogging fam
A few weeks ago the Valencia Tourism Region hosted a blog trip (#blogtripF1) and it could very well be the new standard for DMOs to model their traditional media trips or media fams after. I was fortunate enough to be invited on the trip.
Valencia Tourism invited a mix of traditional journalist, travel bloggers, social media travel, web technology and web design professionals. These people of all ages, with diverse skill-sets and interests where hosted on a four day event centred around Valencia and the Formula One Grand Prix.
It included all the hallmarks of a traditional media trip. Visits to the best restaurants, the top sights, attractions and accommodations. The trip included private guides and behind the scenes tours, all well organized as you can expect from any respectable DMO.
Making the media trip social
Valencia Tourism innovated the traditional trip by creating a place for these professionals to collaborate, discuss, debate and most of all develop new relationships. Social Media professionals are social by definition and unlike traditional journalists who are more driven by exclusivity, bloggers understand their individual success is strengthened by the success of their relationships and their network.
Taking advantage of educational opportunities
The place to kick-off the discussion was at a conference where attendees presented a topic related to their area of expertise (videos of presentations here). The event was attended by many local, national DMO’s and operators. A great way to get Tourism Valencia’s stakeholders access to the knowledge in the group.
Fostering the creation of networks
Over the next few days we got to know each other very well. There was enough time and opportunity to do so. We discussed and debated all topics digital travel professionals are interested in. And everything was tweeted in real time of course, creating a surge of Valencia exposure in real time, across many people’s personal and professional networks.
Creating remarkable experiences
Remarkable experiences turn into social objects, shared in social media. These are the things worth blogging, tweeting and Facebooking about. There were plenty in Valencia. Walking on top of a shark tank, eating the best Paella, incredibly photogenic modern architecture, random bars, more great food and of course the F1 race.
Remarkable experiences was also the subject of my presentation, summarized in this interview
Build in surprises
Exclusive access, or including things money can’t buy will generate even more conversations. The trip offered personalized surprises such as a visit to the F1 paddock, a ride down the track in the safety car and even a drive in a converted 3-seater Formula One car for some.
The tally so far? By the last count I’ve heard a while back a few dozen blog posts have been written, 61 YouTube videos created, 363 people tweeted 1,558 tweets reaching over 2 million people all around the world while articles in traditional media are being written.
But the real value is not just the immediate exposure but the fact that Valencia sits at the centre of a strong network of travel bloggers and tourism professionals including their expended networks. Valencia will always be top op mind when I connect with any of the new friends I’ve made.
Promoting by focussing on building networks and putting yourself in the middle of it. That’s the future. Valencia has re-invented itself over the last years with new tourism attractions, infrastructure and mega-events. They’re doing the same with destination marketing.
Valencia’s City of Arts and Sciences – Photo by Sherry Ott
From left to right: Gary Arndt, me, Brooks and Steve Keenan at #blogtripF1
What’s the difference anyways?
That quote comes from Gary Arndt, author of the Everything Everywhere blog. Gary has been traveling around the world since 2007. He has no permanent home. His website receives more visitors than most DMO’s. He has over 100,000 Twitter followers. Gary is the real deal.
A travel writer writes a finished piece. It has a beginning, a middle and an end. On a good travel blog one episode leads to the next and the ongoing story makes the visitor come back over and over again. People are drawn in by the ongoing story.
For more of Gary’s insights, listen to his podcasts about (travel) blogging.
This was one of the messages from John O’Nolan‘s fantastic presentation at the DMO’s and social media conference in Valancia last week.
John rightfully pointed out that when people care enough about your product, take time out of their day and go through the effort to tell you that you need to fix a problem, it probably means they care and want you to succeed.
This is a huge opportunity. Fix the problem, invite them back and you might have a customer for life, and an advocate for your business.
I can’t wait for his book ‘Designing Emotion‘ to come out.